The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness : a construal level perspective
Felix Septianto, Arnold Japutra, Billy Sung and Yuri Seo
| Year of publication: |
2022
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|---|---|
| Authors: | Septianto, Felix ; Japutra, Arnold ; Sung, Billy ; Seo, Yuri |
| Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 39.2022, 4, p. 931-954
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| Subject: | Brand positioning | Construal level | Country-of-origin | Cultural distance | National advertising | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Kulturelle Identität | Cultural identity | Werbewirkung | Advertising effects | Herkunftsbezeichnung | Designation of origin | Markenführung | Brand management | Werbung | Advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IMR-10-2021-0291 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013396344